【摘要】：自1980年恢復(fù)國(guó)內(nèi)商業(yè)保險(xiǎn)業(yè)務(wù)以來(lái),我國(guó)保險(xiǎn)業(yè)得到快速發(fā)展,保險(xiǎn)市場(chǎng)主體不斷增加,保險(xiǎn)深度和密度逐年增長(zhǎng),保險(xiǎn)業(yè)已成為現(xiàn)代金融體系的重要組成部分。截止2013年底,我國(guó)保險(xiǎn)業(yè)總資產(chǎn)已接近80000億元,保險(xiǎn)業(yè)的迅速發(fā)展是其成為我國(guó)國(guó)民經(jīng)濟(jì)的重要部分,也使得我國(guó)金融體系進(jìn)一步完善�，F(xiàn)階段我國(guó)的二元經(jīng)濟(jì)結(jié)構(gòu)使得城鄉(xiāng)發(fā)展不平衡,農(nóng)村發(fā)展相對(duì)城市落后,城鄉(xiāng)差距較大,農(nóng)村在社會(huì)保障方面遠(yuǎn)不及城市,農(nóng)村保險(xiǎn)業(yè)的發(fā)展也相對(duì)滯后。而我國(guó)是農(nóng)業(yè)大國(guó),農(nóng)業(yè)是國(guó)民經(jīng)濟(jì)的基礎(chǔ),實(shí)現(xiàn)和諧社會(huì),農(nóng)民、農(nóng)業(yè)、農(nóng)村問(wèn)題必須得到重視。2014年數(shù)據(jù)顯示,山東省老年人口數(shù)量居全國(guó)第一位,已經(jīng)突破1700萬(wàn)。人口老齡化的加劇,老齡化社會(huì)加速到來(lái)是山東省人口發(fā)展的必然趨勢(shì),老齡人口的增加不僅給家庭帶來(lái)生活負(fù)擔(dān),也會(huì)帶來(lái)就業(yè)、養(yǎng)老、醫(yī)療等一系列的社會(huì)問(wèn)題。從2004年開(kāi)始,政府出臺(tái)了一系列政策,推進(jìn)農(nóng)村保險(xiǎn)業(yè)的發(fā)展反映了國(guó)家和政府對(duì)“三農(nóng)”保險(xiǎn)的重視程度,為“三農(nóng)”保險(xiǎn)的發(fā)展提供了機(jī)遇和良好的政策環(huán)境。目前農(nóng)村壽險(xiǎn)市場(chǎng)的深度和密度較低但是農(nóng)民的消費(fèi)能力持續(xù)增長(zhǎng),農(nóng)村壽險(xiǎn)市場(chǎng)的潛力巨大。研究影響我國(guó)農(nóng)村商業(yè)壽險(xiǎn)需求的影響因素,探索開(kāi)發(fā)農(nóng)村壽險(xiǎn)的最佳銷售渠道,對(duì)于開(kāi)拓農(nóng)村商業(yè)壽險(xiǎn)市場(chǎng),完善農(nóng)村金融體系有著重要的意義。作為農(nóng)村社會(huì)保險(xiǎn)的有力補(bǔ)充,商業(yè)壽險(xiǎn)可以彌補(bǔ)社會(huì)保險(xiǎn)的不足,加強(qiáng)農(nóng)民基本生活的保障程度,對(duì)于建設(shè)社會(huì)主義新農(nóng)村、構(gòu)建和諧社會(huì)具有重要意義。國(guó)內(nèi)關(guān)于農(nóng)村壽險(xiǎn)的研究大都是對(duì)農(nóng)村壽險(xiǎn)市場(chǎng)發(fā)展現(xiàn)狀、存在問(wèn)題及解決問(wèn)題的對(duì)策等的理論分析或規(guī)范研究,做實(shí)證分析的文章很少,而且大多停留在簡(jiǎn)單的統(tǒng)計(jì)分析,很少通過(guò)數(shù)據(jù)做模型分析。本文的數(shù)據(jù)來(lái)源于2014年4月對(duì)山東省濟(jì)南市、濟(jì)寧市、淄博市三地區(qū)農(nóng)村居民的調(diào)研,共獲得有效問(wèn)卷547份,有效回收率為91.2%。調(diào)查問(wèn)卷經(jīng)過(guò)整理后,通過(guò)Excel將數(shù)據(jù)錄入計(jì)算機(jī),經(jīng)過(guò)核對(duì)審查之后導(dǎo)入SPSS軟件,通過(guò)圖表、圖形等形式分析農(nóng)村壽險(xiǎn)發(fā)展的現(xiàn)狀,并選取年齡、職業(yè)、子女個(gè)數(shù)、養(yǎng)老方式、居住區(qū)域等因素,建立Logistic模型,分析農(nóng)村商業(yè)壽險(xiǎn)需求的影響因素,得出年齡、職業(yè)、子女個(gè)數(shù)、養(yǎng)老方式、居住區(qū)域是影響農(nóng)村商業(yè)壽險(xiǎn)需求的重要因素,并根據(jù)回歸結(jié)果,從產(chǎn)品策略、定價(jià)策略、渠道策略、促銷策略、政府權(quán)力策略、公共關(guān)系策略等方面探索我國(guó)農(nóng)村商業(yè)壽險(xiǎn)的最佳銷售路徑。
[Abstract]:Since the resumption of domestic commercial insurance business in 1980, the insurance industry in China has developed rapidly, the main body of the insurance market has been increasing, the insurance depth and density have increased year by year, the insurance industry has become an important part of the modern financial system. By the end of 2013, the total assets of China's insurance industry have reached 8 trillion yuan, and the rapid development of the insurance industry has become an important part of our national economy and made the financial system of our country further perfect. At present, the dual economic structure of our country makes the development of urban and rural areas unbalanced, the development of rural areas is relatively backward, the gap between urban and rural areas is large, the rural areas are far from the urban areas in terms of social security, and the development of rural insurance industry is also relatively lagging behind. China is a large agricultural country, agriculture is the foundation of the national economy, the realization of a harmonious society, farmers, agriculture, rural issues must be taken seriously. 2014 data show that Shandong Province ranks first in the number of elderly population, has exceeded 17 million. The aggravation of the aging population and the accelerated arrival of the aging society are the inevitable trend of the population development in Shandong Province. The increase of the aging population not only brings the family a burden of life, but also brings a series of social problems, such as employment, old-age care, medical treatment and so on. Since 2004, the government has issued a series of policies to promote the development of the rural insurance industry, which reflects the importance that the state and the government attach to the "three rural" insurance, and provides an opportunity and a good policy environment for the development of the "three rural" insurance. At present, the depth and density of the rural life insurance market is low, but the consumption power of the farmers continues to increase, the potential of the rural life insurance market is huge. It is of great significance to study the factors affecting the demand of rural commercial life insurance and to explore the best marketing channels for rural life insurance in order to open up the rural commercial life insurance market and perfect the rural financial system. As a powerful supplement of rural social insurance, commercial life insurance can make up for the deficiency of social insurance and strengthen the guarantee degree of farmers' basic life, which is of great significance for building a new socialist countryside and building a harmonious society. Most of the studies on rural life insurance in China are theoretical analysis or normative research on the development of rural life insurance market, existing problems and countermeasures to solve the problems, and few articles do empirical analysis, and most of them stay in simple statistical analysis. Model analysis is rarely done through data. The data of this paper were obtained from the investigation of rural residents in three areas of Jainan, Jining and Zibo, Shandong Province in April 2014. A total of 547 valid questionnaires were obtained, and the effective recovery rate was 91.2%. After the questionnaire is sorted out, the data is entered into the computer through Excel, and then the SPSS software is imported after checking and examination. The present situation of rural life insurance development is analyzed through charts and graphs, and the age, occupation, number of children, and the way of providing for the aged are selected. Based on the logistic model, this paper analyzes the influence factors of rural commercial life insurance demand, and draws the conclusion that age, occupation, number of children, pension style and living area are the important factors that affect the demand of rural commercial life insurance. From the aspects of product strategy, pricing strategy, channel strategy, promotion strategy, government power strategy, public relations strategy and so on, this paper explores the best sales path of China's rural commercial life insurance.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F842.62;F274

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